Creative Content Australia is committed to raising awareness about the value of screen content, role of copyright and impact of piracy. We commission regular independent research, create free online curriculum-linked education resources for Australian schools and produce consumer campaigns. Read more

2011 What's your excuse?

Research in 2011 revealed that while people still considered movie and
TV theft (piracy) stealing, they were still confused. People look to
make convenient excuses for their actions. The 2011 research also
revealed that ISPs hold the key to reducing online theft.

The research found:
53% of Australians access illegitimate Movies and TV shows… while nearly 29.5% do it on a regular basis.
53% of Australians access illegitimate Movies and TV shows… while nearly 29.5% do it on a regular basis.

But… 74% of Australians when asked if they contribute to the problem
said No. It’s something they easily excuse and put the blame somewhere
else.
But… 74% of Australians when asked if they contribute to the problem
said No. It’s something they easily excuse and put the blame somewhere
else.

The research also revealed that 3 out of 4 people - 72% - say they
would stop illegal filesharing activities if they received a notice from
their internet service provider.
The research also revealed that 3 out of 4 people - 72% - say they
would stop illegal filesharing activities if they received a notice from
their internet service provider.

It’s clear from these conflicting beliefs that the solution to a better
understanding of the movie and TV theft issue is education. Creative Content Australia would
like to encourage and improve education in two ways.

First Creative Content Australia called on Australian ISPs (internet service providers)
to participate in educating Australians to assist in alleviating so much
of the existing confusion.

Secondly Creative Content Australia launched a new national cinema and TV campaign.

Creative Content Australia have created a national cinema and television campaign
featuring the popular caricatures from the ‘Accidental Pirate’ campaign.
Using the same unique humour, the message aimed to dispel the
excuses used by those who continue to participate in movie and TV theft.
The campaign challenged people to see the truth behind the excuse.
In focus groups, those people who talked about movie and TV theft
blamed everything from the movie industry to society itself… it was if
they almost see themselves as victims or unwilling participants. They
also found many ways to excuse their actions. Some of the more frequent
excuses were; “Everyone does it don’t they?”, “But, it’s so easy”, “I
didn’t know about those rules”, and “Blissfully unaware, I guess”. It’s
these excuses and more that were highlighted in the campaign
message.
Education campaigns for social issues regularly prove to be successful.
The research found that 44% of people who saw the ‘Accidental
Pirate’ ad and quiz said it changed their view of the issue. The new
campaign assisted those hiding behind excuses to understand that what
they’re doing isn’t okay – it’s actually movie and TV theft.

Adam Blaiklock, who directed the campaign and
whose feature film "Caught Inside" was released in 2011, said,
"When someone chooses to enjoy a film or a television show by going to
the cinema, watching TV, or going to an online source that is the real
deal, it's a great outcome for everyone: your patronage allows more
investment to go into making great new shows and our film and TV
community gets paid for their hard work."

Tony Singleton, MD of ArnoldFurnace,
the advertising agency who created the 'Accidental Pirate' and
'Excuses' campaign said, "We're now targeting the excuses that people
tell themselves the ones that allow them to keep doing something that in
their heart of hearts they really know is actually theft. The new
message is – "Whoever you are, there is no excuse for Movie and TV
theft".

Gail Grant, then CEO of the Intellectual Property Awareness
Foundation, said, "When it comes to movie and TV theft some
people act as if the product is simply there for the taking. In no other
commercial sphere do we allow or make excuses for theft. This new
campaign will aim to educate and raise awareness about the value of
respecting and protecting the people and businesses dependent on this
industry for their livelihoods."

What can you do to make a difference?
It’s easy. Experience the fantastic entertainment on offer all year
through your local cinemas, rent or buy at a store near you or online,
and watch on one of the many Pay, Digital or Free to air television
channels in your area. Now, more than ever, there is an ever-increasing
multitude of ways to enjoy legitimate and legal movies and TV shows.